Tetra Pak, in partnership with Feed SA, has initiated a campaign called Milk for Change to fight undernourishment among South Africa’s larger communities and educate consumers about the nutritional benefits of long life milk and celebrate World Milk Day which is commemorated annually on 1 June.

Tetra Pak is the world’s leading processing and packaging solution company and with the strong relationship Clover and Tetra has had for so many years, it was no surprise that Clover jumped at the opportunity to get involved!

John Stromblad, managing director of Tetra Pak South Africa, explained that Milk for Change will collect long-life milk donations by consumers from select retailers across Gauteng, KwaZulu-Natal and Western Cape. “We will encourage consumers to donate one or more packs of long-life milk during the week of 26 May to 1 June,” Stromblad said. He explained that Tetra Pak had committed to donating 10 000 litres of long-life milk alongside donations by Clover, and other dairy producers to kick-start the campaign – bringing the initial donation to 33 000 litres of milk!

“We were absolutely thrilled to get involved in a great campaign such as Milk for Change! Being able to make a difference in someone’s life and giving back to the communities who need it most, is the ultimate reward.” says Sherian King, Marketing Manager: Dairy at Clover.

A list of collection points at select retailers will be published on the microsite at www.milkforchange.co.za and collections start on May 26 and conclude on June 1 to celebrate World Milk Day. Feed SA will collect donated milk packs directly at the stores, audit volumes, and deliver to communities in need.

“Long life milk is exactly the same milk as fresh milk, it has just gone through a different process,” says Gisele Gurgel, Marketing Director of Tetra Pak South Africa. “Because of the packaging technology, it is convenient as it can be stored for longer. It’s available everywhere, because it can be easily transported for longer distances as it doesn’t require refrigeration. Many families around South Africa don’t have adequate access to the infrastructure to store perishable liquids and foods, or nearby commercial facilities to make them available. Long life milk is an ideal way to overcome those challenges.”

Milk and dairy products are nutrient dense. They provide high quality protein and micronutrients in an easily absorbed form that can benefit both nutritionally vulnerable people and healthy people. Milk is an ideal source of protein and calcium, and also contains a range of essential vitamins and minerals.

Milk for Change is a 360-degree campaign to provide families at the fringe of the economy with the nutritional benefits milk provides, and at the same time educate consumers about the benefits of long life milk

The campaign is based on four steps:

1.  Digital media activities that make people aware of the nutritional benefits of milk;

2.  The microsite that complements the digital channels by providing information about the technology behind long life milk;

3.  A digital call to action that invites consumers to donate a carton of long life milk at participating retailers; and

4.  Feed SA collecting and delivering the milk to those in need and reporting how many litres were collected to help them.

Milk for Change will use the microsite to post progress updates. Every donated carton of milk will also get a sticker consumers can use to send recipients a message. Recipients can then send a free SMS via the website to thank the donor, thereby completing the circle.